The Trade Desk’s connected TV (CTV) operating system, Ventura, is entering a crowded market dominated by giant tech players like Amazon—but TTD views the operating system as a yearslong bet on increasing transparency in the CTV market, senior vice president of Ventura Matthew Henick told EMARKETER. Big Tech’s hold on the CTV operating system space will persist for some time, but Ventura hints at trends that could disrupt that dominance. TTD’s push to improve transparency and addressability for both publishers and advertisers taps into a growing discontentment with the Big Tech status quo.

On today’s podcast episode, we discuss how much TV streaming is really going on around the world, in which countries radio is holding its own, and short-form video’s place in the social media world. Join Senior Director of Podcasts and host, Marcus Johnson, Principal Analyst, Paul Briggs, Vice President of Research, Jennifer Pearson, and Chief Insight Officer at GWI, Jason Mander. Listen everywhere and watch on YouTube and Spotify.

YouTube now reaches 76.3% of Mexico’s internet users and has become the default screen in Mexican homes, per DataReportal. But the bigger story is how it’s being watched—mostly through connected TV (CTV). YouTube now sits at the center of Mexico’s CTV and cultural ecosystem. There’s an opportunity for marketers to capture attention by seeking out partner creators for sponsorships. Brands looking to connect should prioritize long-form CTV strategies that hold attention on the big screen, collaborate with local creators who understand community dynamics. and develop original, Spanish-language content that reflects local culture and values.

TiVo DVRs, Microsoft’s Windows 10, and Apple’s short-form video app Clips have all reached the end of the line in recent weeks. Each defined a digital moment—or a glimpse of the future—before succumbing to the same inevitable march of progress. The best brands treat change not as loss but as momentum by moving users, data, and goodwill forward before obsolescence arrives. Every innovation carries its own expiration date. Brands that don’t write their ending risk having it written for them.

Households may not be tapped out on subscriptions yet, but subscription fatigue is emerging as viewers seek more affordable ways to stream and rethink how much they’re willing to pay. Nine in 10 US households pay for at least one streaming service, per Parks Associates. Nearly half (45%) watched free ad-supported streaming TV (FAST) in Q1 2025, up from 42% in Q1 2024. Although viewers may be accepting of ads, overload or irrelevant messaging could turn them away. Advertisers should: diversify placements, invest in creative testing and ad frequency controls, and focus data-driven buying.

OpenAI’s Sora iOS app sparked a wave of creative excitement—and an equally fast wave of scams. Exclusive to iOS and the web, Sora quickly climbed to the top of Apple’s download charts last week. But within days, the App Store was swarming with fake “Sora” and “Sora 2” apps, many hastily rebranded to ride the surge in interest. Opportunists exploit the gap between trademark enforcement, app verification, and public awareness—turning brand equity into bait. Brands must act fast to secure trademarks, domains, and search terms tied to new launches or risk losing trust and revenues to copycats.

Tubi is giving advertisers a broader arsenal of contextual targeting tools through an expanded partnership with Viant. The free ad-supported streaming TV (FAST) platform is tagging its on-demand content based on emotional and thematic cues, per Digiday, with categories such as “hopeful” or “suspenseful.” For CMOs, this represents a turning point—contextual intelligence is a strategic advantage for brand safety, emotional alignment, and performance in an increasingly fragmented streaming landscape. Leaning into emotional targeting tools will let marketers fully capitalize on FAST’s growth, the platforms’ broad range of content, and the opportunity to dominate ad fill.